We can study detailed web analytics, review the pretty demographics charts given to us by Marketing, and devise colourful personas to guide our work, but until we’ve actually spoken to our customers – preferably face-to-face – our understanding of their needs remains limited.
It’s not just interaction designers, user experience practitioners, and marketers who can benefit from conducting customer interviews. Content strategists and content creators too can gain an enormous amount from asking customers the right questions and knowing how to interpret their answers.
In this session we’ll explore how we can use interviews to get an understanding of the journey that our customers take with us, and how our content can be shaped by their emotional and mental state at each point along the way.
What you’ll learn:
- How conducting customer interviews can help you to develop better content.
- How to conduct interviews sensitively but effectively.
- How to analyse and use the information you gather during interviews.